Driverless vehicles are already in development and predicted to enter the market in a matter ofyears. Previous research centered on driverless vehicles has aimed to gauge whether or notconsumers are willing to ride in different types of driverless vehicles. However, the currentresearch investigated different variables that may influence consumer willingness to ride in adriverless vehicle. Variables investigated included demographic variables, emotions, and otherinformation collected by researchers based on a theoretical framework. Participants responded toa willingness to ride scale, as well as different questionnaires and demographic surveys. Out ofthirteen possible predictor variables, three were significant: happiness, fear, and value. In aregression model, these three variables accounted for 77% of the variance in the data. Thesefindings contribute to the knowledge of consumer perceptions, as well as inform the currentmarket. Implications for future research, as well as limitations, are also discussed.
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